Applied Arts Mag - Opinions

When a client wants to initiate a project, they usually either send an RFP (Request for Proposal), call to describe the project or dash off a quick email with details about what they need. In all three situations, they expect you to respond by submitting a proposal. However, often there isn’t enough information to submit an accurate one, especially when it comes to large, interactive projects.

Why? The majority of businesses aren't clear on what they want (even if they think they are). They often set arbitrary budgets without knowing what they really need. And they aren't aware that alternative approaches could better serve them and help them reach their goals more quickly.

Here’s how one Colorado-based web design firm, Timeforcake Creative Media (http://www.timeforcake.com), avoids doing proposals that in the end may not be helpful. They call it the Website Blueprint and in the interview that follows, principal, Erin Pheil, describes a process that can save designers/developers hours of headaches and lost profits.

A: We think of it as the initial Strategy (research, exploration, and planning) phase that’s required for every project, broken out and served as an à la carte piece upfront, without the commitment of a full project. For a flat fee, we deliver a blueprint containing all the information, including pricing, that the client needs to make a decision about whether they want to move forward with us for the design and development stages.

- Alternative solutions the client may not have considered and a mapped-out list of the work required to complete their project (so they can appreciate the scope and effort involved)

A: In the past we would write lengthy proposals only to find out after the project starts that our understanding of what the client actually needed (vs. what they said they needed), wasn’t actually on track. But clients base their decisions on these proposals, so they’re not comfortable having pricing reworked after they’ve made their final decision. This means they’re basing their final decision on our (and other web companies’) best pricing guesses before we have all the details fleshed out – and not surprisingly, it’s easy to guess incorrectly when you don’t have all the information you need upfront.

A: A recent client said they talked with MANY, MANY companies, and that it was scary, because they didn't know what to ask or who to believe, or how to tell if someone could take care of all their needs. They were baffled as to why they were getting proposal pricing estimates that ranged from $5,000 to $30,000. But then it all made perfect sense when they learned about our Blueprints, including the reasoning behind them. The could see how all the proposals they had received were interpretations of what the project might be like, based on the small amount of information they’d provided.

A: We get paid well for our work and our clients get a tremendous amount of value without making a huge commitment to strangers on a project that hasn't yet been completely scoped. The main benefit for both parties, however, is that we get to see how the other party works, like a trial period. Recently, we had a disorganized client with two decision makers. They missed three deadlines, didn't pay their second invoice on time, and provided details that they then reversed near the end of the process, which completely changed the outcome of our report. Because of that experience, we knew we needed to include a hefty fee when we put together the numbers at the end of the Blueprint, to ensure we'd be covered during the delays and setbacks that were inevitably going to be a part of the long-term project.

A: No. They are never an option with government-related entities, because their RFP processes are so strict. They’re also unnecessary for small projects. Furthermore, I offer them only to very few select prospects because I don't want Blueprints to be our main work. We do them for clients with long-term relationship and financial potential, especially if repeat/monthly marketing work is likely.

Ilise Benun is an author, consultant and national speaker, and the founder of Marketing-Mentor.com. Her books include The Designer’s Guide to Marketing and Pricing and her latest, The Designer’s Proposal Bundle. You can sign up for her Quick Tips here: www.marketing-mentortips.com and find more information at www.marketing-mentor-toolbox.com

Proposals for larger projects can be risky and extremely time-consuming. Here’s one way to avoid hours of headaches and lost profits

When a client wants to initiate a project, they usually either send an RFP (request for proposal), call to describe the project or dash off a quick email with details about what they need. In all three situations, they expect you to respond by submitting a proposal. However, often there isn’t enough information to submit an accurate one, especially when it comes to large, interactive projects.

Why? The majority of businesses aren't clear on what they want (even if they think they are). They often set arbitrary budgets without knowing what they really need. And they aren't aware that alternative approaches could better serve them and help them reach their goals more quickly.

Here’s how one Colorado-based web design firm, Timeforcake Creative Media, avoids doing proposals that in the end may not be helpful. They call it the Website Blueprint and in the interview that follows, principal Erin Pheil describes a process that can save designers/developers hours of headaches and lost profits.

Q: So what is the Website Blueprint service?

A: We think of it as the initial strategy (research, exploration, and planning) phase that’s required for every project, broken out and served as an à la carte piece upfront, without the commitment of a full project. For a flat fee, we deliver a blueprint containing all the information, including pricing, that the client needs to make a decision about whether they want to move forward with us for the design and development stages.

Q: What’s in the Blueprint?

A: It varies but our Blueprints typically contain some combination of the following:

• Alternative solutions the client may not have considered and a mapped-out list of the work required to complete their project (so they can appreciate the scope and effort involved)

• Our recommended site architecture to best address their needs and goals- Design- and conversion-related improvement recommendations

• A list of the primary challenges to be faced within the project, along with our proposed solutions

• A page-by-page (or section-by-section, depending on the scope), mapped-out description of all special features

• A punch list/breakdown of the labor that will be involved in developing their site

A: In the past we would write lengthy proposals only to find out after the project starts that our understanding of what the client actually needed (vs. what they said they needed), wasn’t actually on track. But clients base their decisions on these proposals, so they’re not comfortable having pricing reworked after they’ve made their final decision. This means they’re basing their final decision on our (and other web companies’) best pricing guesses before we have all the details fleshed out – and not surprisingly, it’s easy to guess incorrectly when you don’t have all the information you need upfront.

Q: What kind of client feedback have you gotten about the Blueprint?

A: A recent client said they talked with MANY, MANY companies, and that it was scary, because they didn't know what to ask or who to believe, or how to tell if someone could take care of all their needs. They were baffled as to why they were getting proposal pricing estimates that ranged from $5,000 to $30,000. But then it all made perfect sense when they learned about our Blueprints, including the reasoning behind them. The could see how all the proposals they had received were interpretations of what the project might be like, based on the small amount of information they’d provided.

Q: What are the benefits – to you and the client – of the Blueprint service?

A: First, budget and plan for this type of work accordingly. When done well, it takes a great deal of time – from in-depth communications with the client to thorough site reviews, to writing up what can end up being a lengthy report. Second, before you start a Blueprint project with a client, make sure they’re crystal clear upfront about what you’ll be delivering and what will be in their specific Blueprint. The last thing you want is poor communications at the start of a relationship. You’ll find you can tailor what you put in individual client’s Blueprints based on what they communicate is most important to them, how complex their project will be, and what their most pressing needs are.

Ilise Benun is an author, consultant and national speaker, and the founder of Marketing-Mentor.com. Her books include The Designer’s Guide to Marketing and Pricing and her latest, The Designer’s Proposal Bundle. You can sign up for her Quick Tips here and find more information at www.marketing-mentor-toolbox.com.